I’d just met with a client to confirm we’d be moving ahead with a project. Feeling rather celebratory, I stopped by an LCBO to pick up a favourite bottle of wine. “I’m going to really splurge this time,” I told myself.

So often I avoid the sales person chasing me about a store, but unable to find what I wanted, I took the plunge when she asked, “Is there something I can help you find?”

“Yes, I’m looking for Oyster Bay Sauvignon Blanc.”

There was a brief pause, and then she replied, “Now why would you want to pay $20 for a bottle of wine when I can show you something just as good for half that price?”

Gee, the guilt started to descend on me. I went from a winning high to some serious self reflection: Am I really so profligate that I’d spend money like this? Should I be buying vegetables for my family instead? Contributing to a TFSA? Donating to Save a Purrfect Cat Rescue?

Totally disarmed, I followed my new values adviser around the store until we reached a section of French reds. “These are a really great deal,” she said, pulling 3 bottles off the shelf. “How many would you like? I’ll just put these on the counter for you.”

“Oh.” There seemed to be an element of surprise in her voice. She put the first 3 bottles at the cash (being such a deal), picked up 3 more and off we went again, this time to the Canadian wine section.

Now, I actually like Canadian wines and when not making a beeline for Oyster Bay, many would be my first choice. The $10 bargain product she pointed out, however, was not one of them. “I really am not fond of this brand,” I said.

Her brow furrowed once more. I obviously required more than just financial advice. “You know, there are many Canadian wines that are very good if you give them the chance.”

I wanted out of there.

“Yes I know, I said, with a little more emphasis on know than I intended. I backed away from her and her bottles. “I’ll just move along for today….”

She stood there with the reds in her arms looking a little dumbfounded. I almost made it past the the cashier when she pointed out a stack of cartons by the exit.

“Would you like a case?” she asked. (Turns out, the LCBO was giving away complimentary cases of pop.) I resisted, not sure what the product even was. She handed me a box anyway and, “Well take one, I mean, who doesn’t want something for free”

So to summarize:

I wanted to spend $20 on a bottle of wine, but was denied the opportunity.

I left the store instead with a case of free pop (not even close to a glass of good Sauvignon Blanc).